Charities suffering donor apathy
As research reveals even regular donors feel little emotional connection, charities need to find an integrated approach to communications that inspires supporters to become advocates.
Profile: Lynda Thomas and Hilary Cross, Macmillan
Lucy TesserasWhy the cancer charity must spend on marketing to make a difference.
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Charities have ‘only themselves to blame’ as public backs tighter fundraising regulation
Sarah VizardMore than two-thirds of the British public thinks charity fundraising should be more tightly regulated even if it means they raise less money, according to new research, following a year of criticism over some fundraising practices.
How Cancer Research UK is bringing together direct response and brand marketing
Sarah VizardCancer Research UK has launched a new ad that it says marks the start of a new way of communicating with the public, rather than just acting as a one-off campaign. Its marketing boss Anthony Newman talks through the strategic thinking behind it and why his team wanted to take a risk with the new creative.
Disney is playing a bigger game in its box office battle with Scarlett Johansson
Mark RitsonBlack Widow’s release on Disney+ alongside cinemas hit the film’s box office revenues, but what Disney wants is proximity to the consumer and the insight that comes with it.
Marketing That Matters: How a surge in investment interest helped IG Group engage new audiences
Marketing Week ReportersInvestment platform IG Group’s CMO and global head of advertising explain how consumers have come looking for greater control over their economic fortunes – and how they help newcomers get to grips with financial market volatility and unexpected developments in stocks and shares.
Mars on the value of adopting an ‘ROI++’ mindset
Marketing Week ReportersWhile demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based madness: The new craze in B2B
Jon LombardoAccount-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.